How To Build A Quarterly Marketing Roadmap
Updated by Xtensio
Creating an ongoing quarterly marketing strategy roadmap helps you communicate marketing activities and align different departments on a unified marketing strategy. In conjunction with a product launch, the quarterly marketing plan gives you a clear overview of the marketing strategy and high-level strategic marketing initiatives your team will implement to reach larger product and business goals and objectives. Use this step-by-step guide to create your marketing roadmaps, easily.
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What is a Quarterly Marketing Roadmap?
At the beginning of every new quarter, review the previous quarter, look at the wins, challenges, and opportunities to build a roadmap that enables you to easily track and measure success. The quarterly marketing roadmap aligns your marketing team’s high-level goals with the work that needs to be done to reach them.
The marketing strategy template will help your team:
- Create a living roadmap to communicate marketing activities and align different departments on a unified marketing strategy.
- Clearly define areas of focus for short and long-term marketing initiatives.
- Manage and align stakeholder expectations and responsibilities.
This tool is intended to help your marketing, sales, and product teams align goals with the work that needs to be done to reach them.
Set up your header and outline your quarterly goals
Include a header with your company logo, name, the date the roadmap was created to make it easy to scan the basics.
One of the primary aims of developing marketing roadmaps is to describe how marketing affects your high-level goals and to unite everyone in your organization so that you can work toward a unified goal. As a result, each stakeholder has a stronger feeling of purpose and efficiency increases.
Define quantifiable SMART goals that align your marketing efforts with high-level company goals. If the business goal is to achieve $8M revenue this year, the marketing roadmap should outline quarterly content and marketing goals that help bring enough customers. For example:
- Increase website sessions by 0.35%
- Increase the monthly new marketing qualified leads (MQLs) by 15%
- Increase blog subscribers by 5%
Break down content marketing goals and tasks
Once you set SMART goals for your marketing strategy, you can break them down even further by assigning tasks and channel-specific goals. This is where you’ll get into the meat of your roadmap’s material. You can now select milestones that will have an influence on your marketing objectives. Make sure you assign ownership and due dates to each task so nothing falls through the cracks.
Start with content marketing tasks, such as:
- Research target audience
- Create content strategy
- Blog launch
- Newsletter launch
See our content marketing stack for more tasks and templates.
QUICK TIP: The task list module allows you to update the status of each item so your whole team can maintain visibility into what’s in progress, what’s next and what’s completed. Change statuses as you go and share the link to keep both your marketing team and management always on the same page.
Define digital marketing inputs
If your marketing goal for this quarter is to increase website sessions by 0.25%, break it down even further and set specific goals for your various types of site pages like your product pages, blog, and homepage. Create roadmap items you’ll need to reach each goal.
- Keyword research
- Setup dashboard & define KPIs
- Ad trials: FB, Twitter, Instagram
- Revisit the Digital Marketing Canvas
Don’t forget to build your brand
Long-term objectives necessitate nurturing leads and developing solid client connections. When developing your roadmap, keep your brand’s identity in mind. What brand-building efforts will you take on this quarter?
- Build customer-specific landing pages
- Update style guide
- Create targeted one-pagers for the sales team
Outline Events & PR tasks this quarter
Are you planning any special events? What press releases are you planning to launch this quarter? Detail tasks, due dates and ownership for each item.
- Update press kit with PR from Q2 product launch
- Host networking conference
- Pitch webinar ideas to management
Detail administration tasks
Don’t forget the housekeeping items. What tasks does your marketing management team need to tackle this quarter to make sure the team is on track for reaching the high-level company goals?
- Build Q3 marketing budget report
- HIRE: Digital Marketing Manager
- HIRE: Content Creator